B2B Sales Trends

Global Performance Group
  • 5.0 (3)
  • Business
  • Updated Weekly

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

  1. 2d ago

    159. Labcorp SVP on the Sales Pipeline Question Most Teams Aren’t Asking w/ Andrew Fleming

    A B2B sales strategy built around a bigger sales pipeline sounds logical. But is more pipeline actually better? Andrew Fleming, SVP, Global Head of Sales and Enterprise Client Solutions at Labcorp, has a different way of looking at it: which opportunities are actually worth pursuing? In this conversation with Harry Kendlbacher, Andrew shares how he thinks about pipeline health, the customers worth focusing on, and why sales teams sometimes need to be comfortable walking away. ⏱️ Timestamps: 00:00 – Intro 01:44 – Why a bigger sales pipeline can be misleading 03:54 – Can AI help build a better pipeline? 05:42 – Building an ideal customer profile 08:29 – What does “right to win” actually mean? 10:04 – Shifting the customer conversation beyond price 14:13 – Why sales teams need permission to say no 17:36 – The two levels of opportunity selection 20:51 – The three qualities of great B2B sellers 💡 In this episode: • Why pipeline volume can create a false sense of confidence • How Andrew's ideal customer profile helps his teams decide where to focus • Why qualifying the customer is only half the job • How saying no to the wrong opportunities can improve sales forecasting and win rates • Why the best B2B sellers act as problem solvers, not product pushers About Andrew Fleming Andrew Fleming is SVP, Global Head of Sales and Enterprise Client Solutions at Labcorp, where he leads the global commercial organization. With more than 25 years of experience in B2B sales leadership, Andrew has focused on transforming how sales teams build pipeline, prioritize opportunities and allocate commercial resources. His approach centers on targeted customer profiling, disciplined qualification and creating value for customers rather than simply pursuing more opportunities. Connect with Andrew on LinkedIn: https://www.linkedin.com/in/andy-fleming-commercial-leader/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #b2bsales #salesleadership #salespipeline

    159. Labcorp SVP on the Sales Pipeline Question Most Teams Aren’t Asking w/ Andrew Fleming

  2. Sep 10

    158. Customer Centricity Breaks When Internal KPIs Take Over w/ Hasancan Ozyurt

    Customer centricity in B2B sales starts with one question: are your processes helping the customer, or just helping your business hit its KPIs? Hasancan Ozyurt, Director of Sales Americas at CHT Group, joins Harry Kendlbacher to challenge how we think about customer centric selling and B2B sales strategy. Why does he believe sales should be the “voice of the customer”? What is the “Club Principle”? And what can a jewelry store in Istanbul’s Grand Bazaar teach us about building customer relationships? The answers challenge some familiar ideas about proactive sales, value based selling, and what it really means to put the customer first. ⏱️ Timestamps: 00:00 | Customer centricity vs internal KPIs 05:29 | Sales leadership and the voice of the customer 09:57 | The Club Principle and customer experience 12:47 | Customer centric selling starts with outcomes 14:57 | Why proactive selling beats product expertise 17:58 | The Grand Bazaar lesson in partner ecosystems The conversation explores: • Why hitting your internal KPIs can still mean failing the customer • How sales can turn customer information into urgency across the wider organization • Why customer centricity is about more than saying yes • How value based selling changes when customers organize problems around their business, not your product portfolio About Hasancan Ozyurt Hasancan Ozyurt is Director of Sales Americas at CHT Group. He is leading a customer centric transformation focused on rebuilding a shared sense of urgency, aligning the wider organization around the customer, and helping sales teams create value in new ways. Connect with Hasancan on Linkedin: https://www.linkedin.com/in/hasancan-ozyurt-463a899a/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #CustomerCentricity

    158. Customer Centricity Breaks When Internal KPIs Take Over w/ Hasancan Ozyurt

  3. Sep 8

    157. Why You Can’t Automate Your Way to Better Sales Performance w/ Jacob Harris

    AI in sales can expose opportunities but it can’t create execution. So what actually separates the sales organizations that act on the information from those that simply talk about it? Jacob Harris, Chief Sales Officer at TestEquity, is leading a company wide sales transformation focused on customer segmentation, territory management, and sales performance. In conversation with Harry Kendlbacher, he shares why technology is an enabler, not a replacement for the people doing the work. Harris explains why you “can’t system away performance,” what sales leaders should look for when assessing organizational health, and why the best salespeople still have something technology cannot replace. ⏱️ Timestamps: 00:00 – Why AI in sales can’t create execution 03:17 – Assessing sales organization health by getting into the details 06:11 – What sales technology still can’t do 08:28 – How decentralized buyers changed customer engagement 11:26 – The difference between doing the work and talking about it 17:50 – The traits behind great sales leadership and B2B selling You’ll hear about • Why better sales technology does not automatically lead to better sales performance • Why Harris sees the second and third question as a powerful sales management tool • What decentralized decision making has changed about customer engagement and buying behavior • Why the best sales organizations combine technology with fearless people who are willing to do the work About Jacob Harris Jacob Harris is Chief Sales Officer at TestEquity LLC, where he is leading a company wide sales transformation focused on customer segmentation, territory management, and sales performance. He spent 26 years at Arrow Electronics in regional and global commercial leadership roles in test and measurement and electronics distribution. Connect with Jacob Harris on LinkedIn: https://www.linkedin.com/in/jacob-harris-5646361a/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #AIinSales

    157. Why You Can’t Automate Your Way to Better Sales Performance w/ Jacob Harris

  4. Sep 3

    156. Why the Best B2B Sales Strategy Isn’t About More Partners (Best Of) w/ Ben Cronsberry

    A strong B2B sales strategy is not about chasing more leads or more partners. For Ben Cronsberry, it is about knowing which relationships are worth investing in, building them patiently, and knowing when to walk away. What happens when you stop treating partnerships as a quick source of referrals and start treating them as a long-term sales ecosystem? And how do you decide which relationships actually deserve your time? In this Best Of episode, originally published in July 2025, Harry Kendlbacher revisits his conversation with Ben Cronsberry, former GTM Operations Lead at Shopify and now Head of GTM & Partnerships at Parsel. Ben shares a different perspective on modern B2B selling, from his “sniper approach” to partner selection to his belief that discovery starts before you ever pick up the phone. They explore why warm referrals can lead to stronger conversion rates and faster sales cycles, why partner enablement can easily go wrong, and why great sales storytelling starts with listening. The conversation also gets into a question many sales teams struggle with: when should you keep pursuing an opportunity, and when is it smarter to “lose fast”? ⏱️ Timestamps 00:00:00 Why warm referrals matter in B2B sales 00:03:08 The “sniper approach” to partner selection 00:06:14 Why partner enablement can easily go wrong 00:10:24 Why sales storytelling starts with listening 00:14:27 Why partner led sales requires patience 00:17:51 Why discovery starts before the sales call What you’ll hear in this conversation • Why Ben believes a partner-led sales approach can outperform traditional cold outreach • How to identify and prioritize the partners worth investing in instead of trying to work with everyone • Why sales storytelling starts with listening and understanding the buyer before telling your story • How better sales discovery can help reps decide which opportunities to pursue and which ones to “lose fast” About Ben Cronsberry Ben Cronsberry is Head of GTM & Partnerships at Parsel and former GTM Operations Lead at Shopify. With a background spanning software, sales, partnerships, and go to market operations, Ben brings a practical perspective on partner led selling, sales discovery, enablement, and building productive commercial relationships. 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #SalesStrategy

    156. Why the Best B2B Sales Strategy Isn’t About More Partners (Best Of) w/ Ben Cronsberry

  5. Sep 1

    155. Google Exec on Why Great Sellers Think Like Coaches (Best Of) w/ Lauren Cursiter

    B2B Sales is getting more complex, but Lauren Cursiter believes the answer is not simply more information. The best sellers know how to listen, stay curious, and understand what is really happening in the customer's world. What if an objection is not a rejection, but a piece of information you were missing? Originally published in March 2025, this Best Of conversation brings Lauren Cursiter, Internal Marketing & Communications Manager, Go To Market at Google, back to the B2B Sales Trends Podcast with Harry Kendlbacher. Lauren draws on around ten years in sales enablement and her work using data to understand which seller behaviors create the greatest impact. The conversation explores a different approach to objection handling, navigating multiple stakeholders, collaborative selling, customer research, and the shift from delivering facts to acting more like a coach. ⏱️ Timestamps: 00:00 – Intro 01:04 – The sales skills that matter 03:09 – Why attention is becoming harder to win 07:32 – Turning objections into discovery 13:16 – Finding common ground across multiple stakeholders 17:48 – Why collaboration starts with trust 26:51 – The three skills of elite sellers This episode covers: • Why storytelling matters when buyers have less attention and more information • How objection handling can uncover needs instead of simply resolving pushback • Why complex sales conversations need common ground rather than a solution for everyone • How empathy, curiosity, and research shape stronger B2B selling About Lauren Cursiter Lauren Cursiter is Internal Marketing & Communications Manager, Go-to-Market at Google, where she combines strategic communications and analytical skills to create internal programs that connect business strategy with employee behavior. She specializes in internal marketing, communications, corporate culture, and measurement, with experience sharing her expertise as a keynote speaker and university lecturer. Connect with Lauren Cursiter on LinkedIn: https://www.linkedin.com/in/lauren-cursiter/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #SalesEnablement

    155. Google Exec on Why Great Sellers Think Like Coaches (Best Of) w/ Lauren Cursiter

  6. Aug 27

    154. NVIDIA Exec on Why AI Should Stay Invisible to Sellers (Best Of) w/ Ari Capogeannis

    B2B Sales is changing fast, but NVIDIA’s Ari Capogeannis believes sellers don’t need more AI tools. They need AI to work quietly in the background. Originally published in September 2025, we’re revisiting this conversation from the B2B Sales Trends archive because the question Ari raises remains highly relevant: what should AI actually do for sellers? So what happens when you stop asking sellers to interpret more data and instead use AI to surface who matters, when to act, and why? Harry Kendlbacher sits down with Ari Capogeannis, Sr. Director, Enterprise Revenue Marketing at NVIDIA, to unpack a different approach to Sales Enablement, Sales Data, and Go to Market Strategy. Ari challenges the traditional funnel mentality and explains why enterprise B2B selling increasingly needs to focus on Buying Groups rather than individual leads. He also shares why adding another AI interface to a seller's workflow may be solving the wrong problem. And there is a deeper question underneath it all: if AI can automate the machine, what still needs to come from the seller? ⏱️ Timestamps: 00:00 – From data to deals: what sellers actually need 02:59 – Why sellers should not have to learn another tool 04:53 – From the old funnel to Buying Groups 09:55 – Why the best AI may be invisible to sales 12:25 – The enterprise buying group and the missing context 20:38 – The 3 qualities of an elite B2B seller The conversation explores: • Why having 500 accounts changes what sellers actually need from data • Why Buying Groups can reveal what the traditional funnel misses • How AI can become more powerful when the seller barely notices it is there • Why more Sales Data does not automatically lead to better decisions • Why the seller's conversation may be the most important feedback mechanism in the system About Ari Capogeannis Ari Capogeannis is Sr. Director, Enterprise Revenue Marketing at NVIDIA, where he leads data-driven strategies that connect marketing, sales, and buying groups to accelerate pipeline and revenue growth. With 20+ years in strategic marketing, Ari specializes in go-to-market strategy, Sales Enablement, demand generation, revenue operations, AI, and advanced analytics, helping enterprise organizations create more aligned and measurable paths from account engagement to revenue. Connect with Ari Capogeannis on LinkedIn: https://www.linkedin.com/in/aricapo/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales.

    154. NVIDIA Exec on Why AI Should Stay Invisible to Sellers (Best Of) w/ Ari Capogeannis

  7. Aug 25

    153. S&P Global Sales Leader On Why Strategy Alone Doesn’t Change Sales w/ JD Singh

    Performance thinking sales enablement is about more than training sellers. JD Singh argues that sales strategy only matters when it changes what sellers actually do. So how do you turn strategy into daily sales behavior? JD Singh, SVP & Global Head of Sales, Enterprise Solutions at S&P Global, joins Harry Kendlbacher to unpack how sales leaders can scale these behaviors without relying on a handful of “super sellers.” They explore why negotiation starts before price, why generic knowledge can kill an executive meeting, and how building the ROI case with the customer can change the entire sales conversation. JD also shares why frontline managers are critical to making sales transformation stick, and what he means by “industrialising” sales performance. ⏱️ Timestamps 00:00: The real challenge of building a customer first sales culture 01:35: Why merged sales teams struggle to share one commercial identity 06:37: Customer centricity without sacrificing margin 09:32: Why negotiation starts before the price conversation 14:30: From vendor to trusted business advisor 19:08: How to industrialise sales performance and make change stick 23:32: Building the ROI business case with the customer What you’ll hear about • Why sales leaders need to replace individual “super seller” dependency with repeatable frameworks • How treating negotiation as a continuous process changes the way sellers approach customers • Why generic knowledge can lead to a very short executive meeting • How frontline managers, playbooks, leading indicators, and continuous reinforcement make sales enablement actually stick • Why customer-provided data can make an ROI business case far more powerful About JD Singh JD Singh is an experienced sales management strategist with 22+ years of experience driving sales growth and leading high performing teams. As SVP & Global Head of Sales, Enterprise Solutions at S&P Global, he focuses on customer ROI, reducing TCO, building strong customer relationships, and helping sales teams outperform. Connect with JD on LinkedIn: https://www.linkedin.com/in/jd-singh-0818504/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download the whitepaper “You’re Entering the Deal Too Late”: https://globalperformancegroup.com/resources/#papers 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #SalesEnablement

    153. S&P Global Sales Leader On Why Strategy Alone Doesn’t Change Sales w/ JD Singh

  8. Aug 20

    152. AI Made Delivery Faster. Now the Sales Model Has to Change w/ Luiz Cieslak

    Outcome Based Selling is becoming more important as AI makes technology services faster. But according to Luiz Cieslak, faster execution creates a problem: neither fixed scope nor time and materials necessarily rewards both sides fairly. If AI can turn a six-month project into three months, who actually benefits? In this conversation with Harry Kendlbacher, Luiz Cieslak, SVP of Healthcare & Life Sciences at CI&T, explores risk sharing, AI-driven delivery, and why changing the commercial model also requires a different sales mindset. For Luiz, consultative selling cannot simply be another item in the sales playbook. Sellers need to understand what customers are actually trying to achieve, look beyond the initial ask, and build the right commercial construct around the outcome. What We Cover: • Why AI is challenging traditional fixed scope and time and materials models • How risk sharing can create a different kind of customer partnership • Why changing the commercial model requires a different sales mindset • Why consultative selling means understanding what is beyond the customer's initial ask • Why customer attention and mental bandwidth may be the real constraint in modern B2B selling ⏱️ Timestamps 00:00 Why AI Is Changing Technology Services 04:00 Fixed Scope vs. Time and Materials: Who Takes the Risk? 06:41 Why AI Changes the Economics of Traditional Models 08:01 Customer Pushback on New Commercial Models 15:22 Why Consultative Selling Has to Become Second Nature 19:52 Outcome Based Selling and the Value of Customer Attention About Luiz Cieslak Luiz Cieslak is the SVP of Healthcare & Life Sciences at CI&T, with extensive experience across the IT industry, including technology systems development, Agile methodologies, and global project and team management. He has worked with Fortune 50 companies in complex enterprise environments, with a focus on digital marketing engagements and process optimization. Connect with Luiz on LinkedIn: https://www.linkedin.com/in/luizcieslak/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download the whitepaper “You’re Entering the Deal Too Late”: https://globalperformancegroup.com/resources/#papers 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales.

    152. AI Made Delivery Faster. Now the Sales Model Has to Change w/ Luiz Cieslak
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Ratings & Reviews

5
out of 5
3 Ratings

About

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

Information

  • Creator
    Global Performance Group
  • Years Active
    2020 - 2026
  • Episodes
    160
  • Rating
    Clean
  • Copyright
    © All rights reserved
  • Show Website
    B2B Sales Trends

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